Description: Warrington College of Business
Description: UF Marketing Department


JC Penney Eminent Scholar Chair
and Professor of Marketing

(Social media, network effects and marketing strategy, service pricing, national culture effect on new product management)

Ph.D., M.S., Carnegie Mellon University, M.S., The Second Academy of Ministry of Astronautics, B.S., Tsinghua University.

Professor Xie teaches MBA and EMBA Program. She has taught managerial statistics, pricing policy, marketing research, marketing strategy, and international marketing. Her current research interests are consumer social interactions, network effects and standards competition, and innovation strategy. She previously served as an assistant professor at the Simon Graduate School of Business, University of Rochester.


1.      Should Ad Spending Increase or Decrease prior to a Recall Announcement? The Marketing-Finance Interface in Product-Harm Crisis Management” (forthcoming), Journal of Marketing (with Haibing Gao, Qi Wang, and Kenneth Wilbur).


2.      “The Effect of Probabilistic Selling on the Optimal Product Mix,” (forthcoming),  Journal of Retailing, (with Scott Fay and Cong Feng)”

3.       “Timing of Product Allocation: Using Probabilistic Selling to Enhance Inventory Management,” 2015, Management Science, 61(2): 474-484 (with Scott Fay).

4.       “Probabilistic Selling vs. Markdown Selling: Price Discrimination and Management of Demand Uncertainty in Retailing,” 2014, International Journal of Research in Marketing, Vol. 31, No. 2, June, 147-155 (with Scott Fay and Dan Rice).

5.       “Decomposing Pioneer Survival: Implications for the Order-of-Entry Effect,” 2014, Journal of Product Innovation Management, Vol.31, No. 1, 128–143 (with Qi Wang).

6.      “Marketing Innovation: Probability Goods and Probabilistic Selling,” 2013, Chapter 15, the Handbook of Service Marketing Research, Edward Elgar Publishing Ltd. (with Scott Fay).  

7.       Group-Buying: A New Mechanism for Selling through Social Interactions,” 2012, Management Science, Vol. 57, No.8, pp. 1354-1372, [Lead Article] (with Xiaoqing Jing).

8.      Performance-based Advertising: Price as Signals of Product Quality,” 2012, Information Systems Research, Vol.23, No.3, September, pp. 2010-1041 (with Juan Feng).

9.      Will Consumers Be Willing to Pay More When Your Competitors Adopt Your Technology? The Impacts of the Supporting-Firm Base in Markets with Network Effects,” 2011, Journal of Marketing Vol. 75, No. 5, pp. 1-17[Lead Article] (with Qi Wang).

10.    Online Social Interactions: A Natural Experiment on Word of Mouth Versus Observational Learning,” 2011, Journal of Marketing Research, Vol. 48, No. 2, pp. 238-254 (with Yubo Chen and Qi Wang).

11.   Effects of Social and Temporal Distance on Consumers’ Responses to Peer Recommendations,” 2011, Journal of Marketing Research, Vol. 48, No. 3, pp. 486-496 (with Min Zhao).

12.   The Economics of Buyer Uncertainty: Advance Selling vs. Probabilistic Selling,” 2010, Marketing Science Vol. 27, No 4 (Summer) 674-690 (with Scott Fay).

13.   "Survival in Markets with Network Effects: Product Compatibility and Order-of-Entry Effects," 2010,  Journal of Marketing , Vol. 74, No. 4. 1-14 [Lead Article] (with Qi Wang and Yubo Chen).

14.   Component-Based Technology Transfer in the Presence of Potential Imitators,2010, Management Science , Vol. 56, No. 3, pp. 536–552 (with Sun, Jiong, Sunder Kekre, and Laurens Debo).

15.    “Advance Selling Theory,” 2009, Chapter 21, the Handbook of Research in Pricing, E-Elgar Publishers (with Steve Shugan).

16.   Probabilistic Goods: A Creative Way of Selling Products and Services,” 2008, Marketing Science, Vol. 27, No 4 (Summer) 674-690 (with Scott Fay).

17.   Online Consumer Review: Word-of-mouth as A New Element of Marketing Communication Mix,” 2008, Management Science Vol. 54, No. 3 (March) 477-490 (with Yubo Chen).

18.   Service Escape: Profiting From Customer Cancellations,”2007, Marketing Science, Vol. 26 (Spring) 18-30 [Lead Article] (with Eitan Gerstner).

19.   Cross-market Network Effect with Asymmetric Customer Loyalty: Implications on Competitive Advantage,” 2007, Marketing Science, Vol. 26 (Spring) 52-66 (with Yuxin Chen).

20.   "Standard Competition and the Effectiveness of Advertising Formats in New Product Introduction," 2006, Journal of Marketing Research, Vol. 43 (2), 224-236 (with Amitav Chakravarti).

21.   "Third-Party Product Review and Firm Marketing Strategy," 2005, Marketing Science, Vol. 24, No. 2 (Spring), 218-240 (with Yubo Chen).

22.   Advance-Selling As A Competitive Marketing Tool,” 2005, International Journal of Research in Marketing, Vol. 22, 351-373 (with Steve Shugan).

23.   Economics of  Service Upgrades,”   2005, Journal of Service Research Vol. 7, No. 3, 234-244  (with E. Biyalogorsky, E. Gerstner, and D. Weiss).

24.   “Product Strategy for Innovators in Markets with Network Effects," 2004, Marketing Science, Vol. 23 (Spring) , 243-254  (with  B. Sun and H. Cao).

25.   Advance Selling for Services,” 2004, California Management Review, Vol. 46 (Spring) 37-54 (with S. Shugan).

26.   Antecedents and Consequences of Goal Incongruity in New Product Development in Five Countries: A Marketing View,” 2003, Journal of Product Innovation Management, (20), 233-250 (with M. Song, and A. Stringfellow).

27.   "Electronic Tickets, Smart Cards, and Online Prepayments: When and How to Advance Sell," 2001, Marketing Science, Vol. 20, No. 3, 2-9-243 [Lead Article, 2001, John D.C. Little Best Paper Award] (with S. Shugan). 

28.   "Advance Pricing of Services and Other Implications of Separating Purchase and Consumption," 2000, Journal of Service Research, 2 (February), 227-239 (with S. Shugan).

29.   "Antecedents and Consequences of Marketing Managers' Conflict Handling Behaviors," 2000, Journal of Marketing, 64 (January), 50-66 (with M. Song and B. Dyer).

30.   "Does Product Innovativeness Moderate the Relationship between Cross-Functional Integration and New Product Performance in Japanese and U.S. Firms?" 2000, Journal of International Marketing, Vol. 8, No. 4, 61-89 (with M. Song).

31.    “Information Attributes, Market Uncertainty, and Cross-Functional Information Processing: Hypotheses and Empirical Evidence from the U.S. and Japan,” 2000, IEEE Transactions on Engineering Management, Vol. 8, No. 4, 61-89 (with M. Song and A.Di Benedetto).

32.   Interfunctional Conflict, Conflict Resolution Styles, and New Product Success: A Four-Culture Comparison," Management Science, 1998, 44 (December), S192-S206 (with M. Song and A. Stringfellow).

33.   "The Impact of Cross-Functional Joint Involvement Across Product Development Stages: An Exploratory Study," The Journal of Product Innovation Management, 1998, 15, 289-303 (with M. Song and R. Thieme).

34.   "Kalman Filter Estimation of New Product Diffusion Models," Journal of Marketing Research, 1997, 34 (August), 378-394 (with M. Song, M. Sirbu, Q. Wang).

35.   "Price Competition and Compatibility in the Presence of Positive Demand Externalities," Management Science, 1995, 14 (May), 909-927 (with M. Sirbu).

Honors and Awards:

  • International Educator of the Year Award, University of Florida, Warrington College of Business Administration, 2012.
  • Marketing Science Long Term Impact Award Finalist, INFORMS, 2010.
  • Research Foundation Professorship Award, University of Florida, 2009-2012
  • MSI/H. Paul Root Award Finalist, AMA/MSI, 2010.
  • Etheridge Professor of International Business, 2009-2012
  • Frank M. Bass Dissertation Paper Award Finalist, INFORMS, 2009.
  • J.C. Penney Professor of Marketing, University of Florida, 2008 —2009
  • Beall Senior Faculty Fellow, University of Florida, 20072008
  • Beall Faculty Fellow, University of Florida, 2004 2007
  • John D.C. Little Best Paper Award for the best marketing article appearing in Marketing Science and Management Science, 2001
  • Excellence in Service Award Finalist,  Journal of Service Research, 2000
  • University of Florida TIP Teaching Award, 1998
  • Research Competition Award, Product Development and Management Association, 1999
  • Research Competition Award on Enhancing the new Product Development Process, Marketing Science Institute, 1992
  • Graduate Student Papers Award, Nineteenth Annual Telecommunications Policy Research Conference.
  • The Herbert L. Toor Award for Outstanding Qualifier Paper, Department of Engineering and Public Policy, Carnegie Mellon University.
  • The Outstanding Students Award, Tsinghua University.

Curriculum Vitae

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